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Abstract
Just because the competition is tough, that''s no reason to be tough on customers, says Sir Colin Marshall, chairman of British Airways. Even in a cutthroat, mass-market business such as air travel, he argues, many people will pay a premium for good service--even those who travel economy. Marshall''s views may be unconventional, but so is his company''s performance: While the world airline industry has racked up billions of dollars in losses, British Airways has remained solidly profitable.
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Abstract
Just because the competition is tough, that''s no reason to be tough on customers, says Sir Colin Marshall, chairman of British Airways. Even in a cutthroat, mass-market business such as air travel, he argues, many people will pay a premium for good service--even those who travel economy. Marshall''s views may be unconventional, but so is his company''s performance: While the world airline industry has racked up billions of dollars in losses, British Airways has remained solidly profitable.